Why the debriefing is not a sales pitch

Debriefing: Learnings und Insights

Rainer Willisits

Rainer Willisits ist Head of Sales. Er leitet ein Team aus Key-Account-Manager*innen, ist stets bedacht, die Kundenzufriedenheit zu steigern und hilft, das Unternehmen weiterzuentwickeln – immer mit unserem Lieblings-Hund Jimmy an der Seite.

We have already explained in a magazine article how important a good briefing is for the success of a native advertising campaign. Today, we’re talking about the opposite: the debriefing at the end of the campaign. This is because the campaign does not end with the last click in our publisher network – for us, it only ends when we draw the most important lessons from the results of the campaign. And we are passing these on to our customers in a well-structured way in the debriefing.

Here’s how a native advertising campaign unfolds

  • Discussions: We define KPIs and budgets, talk about common goals, suitable formats and more.
  • Briefing: A good briefing from the customer forms the cornerstone of the campaign.
  • Content production: Our in-house production team creates the content, such as native articles, teasers and ads.
  • Feedback & approval: The content is approved by the customer and finalized together.
  • GoLive: Now the campaign can start – with the final content.
  • Optimization: The campaign is continuously optimized by our AOS, the Automated Optimization System.
  • Reporting: Our customers are informed about the performance of the campaign through weekly reports and finally receive a final report.
  • Debriefing: If customers accept our offer of a debriefing appointment, all insights – both positive and negative – and possible starting points for further measures are discussed.

Debriefing: This is why the right conclusion to the campaign is important

Feedback, optimizations, reports: A lot is happening in the course of a native advertising campaign – and our customers receive plenty of information from us. At the end of the day, it may be difficult to classify this information and derive lessons learned. That’s why a debriefing is so important: todiscuss the results of the campaign together.

An honest and open debriefing is crucial

In the debriefing, we talk openly about the fact that not everything can always work perfectly. That’s what the discussion is for: to interpret the data from the reports, to record successes, but also to draw lessons from any not so good results. In this way, we determine together whether all expectations of the campaign have been met. It’s especially important to us, that we also discuss the things that didn’t turn out as expected – because that’s where there’s still a lot of potential for optimization.

Of course, you can also draw important lessons from successfully fulfilled KPIs: These can be used to determine which content is of interest to the target group. Either way: you have invested good money in a native advertising campaign. So you shouldn’t miss out on the learnings. A well-structured and honest debriefing saves time and helps to classify the results – after all, marketing takes place on many platforms and channels, all of which have their own characteristics and benchmarks. Talking to our experts makes it much easier to get an overview of the most important learnings.

Drawing important lessons from native advertising

Which teaser achieved the best click-through rate? Which ad got the most readers to clickout to the landing page? How well was the video in the text received? Which imagery and wordings seem to be particularly appealing? And how did the target group react to the integrated poll?

We get to the bottom of these and other questions in the course of interpreting a native advertising campaign – and then pass the answers on to our customers in a well-structured debriefing. These learnings can then be incorporated into future marketing measures, far beyond native advertising: For example, information about the ideal imagery and suitable wordings can also be incorporated into print formats or general brand communication. And through targeted testing and coordination, valuable insights into the problems and wishes of the target group can be gathered – possibly to be used in product development and other business areas.

In summary, the debriefing is a valuable tool to get exciting learnings and insights from a native advertising campaign – and is therefore by no means a sales pitch.